‘The Art of Shaving’ Collabos with Gillete
August 7, 2007
High-end men’s grooming brand ‘The Art of Shaving’ has teamed up for the first time with industry behemoth Gillette. DNR reports that the duo have partnered to create the, “Fusion Chrome Collection, a premium assortment of razors and shaving instruments that will combine Gillette’s blade expertise with The Art of Shaving’s high-end craftsmanship.”
The collaboration marks first dual-branded collection for both companies. Gillette brings their industry expertise and combines it with ‘The Art of Shavings’ chic upscale name.
“The collection consists of two razors—a manual and powered version featuring a built-in spotlight—a coordinating shaving brush and matching shaving stands, all in polished chrome. The luxury assortment will hit The Art of Shaving boutiques and its retail partners on Oct. 1. Retail price points are $125 for the manual razor, $150 for the power razor, $75 for the brush and $100 for a shaving stand.
“We think this is going to ignite the whole premium razor category,” said The Art of Shaving president and CEO, Eric Malka, who has been fitting luxury razor handles to Gillette’s blades at the firm’s retail locations since its inception in 1996. “We expect this to expand sales and increase our razor business six to seven times where it is today.”
We think the collection should do well and will be embraced by men easily. It is on our wish-list already and the Oct. 1 release makes it a prime target for the holiday shopping season.
Gillette’s Blades of Glory [DNR]
[…] Art of Shaving has collabo’ed with Gillette to present a dual branded product, as we reported earlier. The result is now available and quite interesting as it sports a […]